New Holland Acquires Naming Rights to Expo Cattle Pavilions

New Holland and Alliant Energy Center officials shake the deal for naming rights for new livestock pavilions at World Dairy Expo.

The pavilions, encompassing approximately 300,000 square feet, will replace existing cattle housing used for World Dairy Expo and other events.

New Holland Agriculture and Construction announced Thursday it has acquired naming rights to two new livestock pavilions at the Alliant Energy Center, Madison, Wis. The pavilions, encompassing approximately 300,000 square feet, will replace existing cattle housing used for World Dairy Expo and other events.

"New Holland is thrilled to have its name on the buildings that will house some of the world’s more elite dairy and livestock animals … in one of the most important states for dairy and livestock in the country," says Abe Hughes, New Holland Vice President of North America.

"Partnerships like this one have been key to developing the exciting expansion planned for the Alliant Energy Center grounds," adds Joe Parisi, Dane County Executive.

Abe Hughes, New Holland VP, holds up an artist’s rendering of the new livestock pavilions at the Alliant Energy Center which hosts World Dairy Expo.

Details of the naming rights agreement were not released, but Hughes says the agreement is long-term. In addition to the naming rights, New Holland will have the opportunity to showcase its equipment throughout the year and have access to the facilities for training and dealer and customer events.

Construction on the new pavilions will begin next April and needs to be completed for World Dairy Expo, which runs September 30 through Oct. 4, 2014. The first pavilion will be 90,000 square feet, 300’ X 300’. It will have a two-story front atrium and a mezzanine that will overlook livestock stalls. The second pavilion will be 300’ X 600.’

Combined, the facilities will be able to house 2,600 head of cattle. They will also include a double-12 BouMatic parlor. Plus, the pavilions will free up 650 parking spots during World Dairy Expo, because tents now used to house cattle on the north side of the existing barns will no longer be needed.

Bids for the facility will be let at the end of October. Alliant Energy Center officials hope to have a contractor selected by early December.